A well-known consumer electronics chain beats Amazon and Walmart when it comes to share of Google page one results.
According to a study of Q4 2019 Google search results from Searchmetrics, Bestbuy.com is the most visible website in Google page one results when people search for consumer electronics topics such as computers, laptops, video and mobile phones. Bestbuy.com holds 28% of market share for Google page one results.
This is more than twice second place-holder Amazon.com (13%). Walmart.com (8%), Newegg.com (6%) and Costco.com (4%) rounded out the top five retailer results. Interestingly, the website for cable news channel CNN beat out Costco.com with a 5% share in the consumer electronics search category.
For specific mobile phone-related searches, T-mobile.com took first place with 28% share of Google page one results, easily beating second-place Bestbuy.com (13%). Amazon.com (11%), Gearbest.com (10.5%), and ATT.com (10%) followed.
The study also suggests that retailers who sell consumer electronics should target videos, images, Google Shopping ads, and other features or widgets (known collectively as SERP features) that Google regularly integrates directly into its page one search results.
Google Shopping Ads
AMP (accelerated mobile pages) is a Google-backed system that lets websites create faster loading pages, initially introduced to help news and media sites create a user-friendly mobile experience. AMP can be displayed in a variety of ways including in news carousels and other designated spaces in search results.
“The top retail sites are estimated to average around 66% transactional traffic, compared with only 34% traffic from informational searches. It can be important for e-commerce-focused sites to attract ‘top of the funnel’ informational traffic from people who may be searching for background information ahead of making a purchase decision,” said Tyson Stockton, director of services, Searchmetrics. “Creating informative content to address these types of queries should be an important part of retailers’ content marketing strategies. This content can be targeted toward expanding existing category pages or through related topics in editorial sections of the site.”
Searchmetrics analyzed Google’s US search results for 1,000 keywords related to consumer electronics topics in Q4 2019.